10 Dec 2018
Transforming story time
Whilst the nation has been cheering on the Lionesses as they progress through the UEFA Women’s EURO, Red Consultancy has been busy securing column inches and producing content around McDonald’s sponsorship of Channel 4’s coverage of the tournament.
The sponsorship celebrates McDonald’s 15th year of supporting grassroots football and we developed a full programme of EUROs themed content for use across Channel 4 shows, McDonald’s social channels and to support media coverage.
Making the most of the first group match being England versus Scotland, we pitted Fara Williams (England) and Caroline Weir (Scotland) against each other to test their skills. Taking inspiration from the tournament’s location, our PR and Creative Services teams worked together to produce a film of the Dutch-themed challenge including clog keepie uppies and target practice with Edam cheeses amongst other things!
With a focus on lifestyle media, we secured several interviews with Fara and Caroline as well as former England Captain and McDonald’s Head of Women and Girls Football, Casey Stoney. Highlights included Stylist, Reveal, Telegraph Women, Metro and PA.
We also worked with Michael Owen, ex Liverpool/England striker and Channel 4 EUROs pundit, to bring a male perspective to the tournament and help land our 15 years messaging across national media.
Now all that’s left to top a successful media and content campaign is for England to go on and win the tournament! C’mon England!